Toyota, Scion Exhibits Stress Interactivity At The 2009 North American International Auto Show

Toyota and Scion are constructing exhibits that will allow visitors to the 2009 North American International Auto Show (NAIAS) to get up close and personal with the companies’ numerous product offerings.

Toyota’s 29,000-square-foot exhibit will comprise several distinctive “life zones,” focusing on various life stages and interests of typical Toyota consumers. The zones involve Toyota’s full product lineup, including the production version of the 2009 Venza passenger car. The Venza, which is just now entering dealer showrooms, bowed at the 2008 NAIAS.

“These life zones support Toyota’s belief that we have a product for everyone, at every point in their life,” said Donna Walter, Auto Show Exhibits Manager at Toyota Motor Sales, Inc. “There is something of interest for even the most causal visitor, regardless of their age.”

The exhibit will demonstrate Toyota’s innovation in hybrid technology as well as overall product sustainability, through the use of eco-friendly materials, such as light emitting diode (LED) technology, into the display design. At the center of the display will be the 2010 Toyota Prius, making its worldwide debut in Detroit. First introduced about a decade ago, the Prius is considered by many to be the most fuel-efficient, environmentally-friendly vehicle ever built.

Interactivity will be paramount throughout the exhibit, especially in the Innovation Zone where Toyota features several displays to educate visitors about environmentally-conscious technologies in fun, impactful ways. These displays include: a “Safety and Technology” kiosk that explains Toyota technology in everyday language; and a series of “Hybrid Synergy Drive® Regenerate Campaign Pods,” which educates consumers on Toyota’s hybrid technology, the benefits and drawbacks of various alternative fuels, and Toyota’s leadership in environmental sustainability.

Racing enthusiasts are also encouraged to visit Toyota’s “NASCAR Corner,” an area highlighting the automaker’s successful entry into the revered racing series. The display will include an actual Camry-based stock car and a “photo op” area where guests can photograph themselves in a simulated race environment.

Back by popular demand is “Toyota Live,” a stylized talk show, featuring hosts and guest seating. Introduced last year, “Toyota Live” hosts lead audiences through the latest Toyota news stories as well as engage in a prize-laden Toyota trivia game show. “Toyota Live” is scheduled throughout Public Days.

At Scion, the automaker is bringing back its fan-favorite, Matchbox-style exhibit. Resembling a toy car carrier, the booth features three decks of customized xBs, xDs and tCs. Following Toyota’s lead, Scion’s 3,700-square-foot exhibit has a number of “green” features, including: furniture made with natural latex, veneer and recycled content, Forest Stewardship Council (FSC) certified wood and non-toxic/low volatile organic compound (VOC) adhesives.

The youth brand is also sure to garner attention with the advent of the “Scion Scrambler,” an interactive device that supports Scion’s brand mantra of customization and individuality. The “Scion Scrambler” is an audio-visual composing experience that taps into the consumer’s artistic streak through generative art. The system takes a picture of the consumer then allows them to compose their own unique piece of artwork by using a microphone and keyboard to scramble their photo and favorite Scion product.

Once users complete their “scramble,” it will be posted to a gallery where others can view their artwork and learn a bit more about fellow artists. In addition, the Scrambler will email each user their personal creation.

The exhibit also features a sampling of Scion Genuine and Toyota Racing Development (TRD) accessories available to consumers. Scion artist “Sabre” has created unique graphics for both the counter and background displays, geared toward youthful visitors.

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